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Women's prevention campaign evaluation

Author: GambleAware (Dan Riley; Research Lead for advertising and brand) Published: June 2023
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Summary

This report evaluates GambleAware's women's prevention campaign, which ran from September to October 2022. It assesses the campaign's reach, impact, and effectiveness in raising awareness of gambling harms among women.

Topics covered

  • overview and context of the women's prevention
  • campaign campaign execution and optimisations
  • evaluation approach and results

Key findings

The campaign successfully reached its target audience, with high recognition rates and positive impacts on awareness and behaviour.
Many women reported taking action after seeing the ads, however stigma remains a significant barrier to seeking help.
Encouraging conversations and addressing financial concerns resonated well, suggesting promising avenues for future campaigns.

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